His Name Is Theo And He Talks About Ryman

Ryman are a UK stationery and office supplies retailer, and they’ve relaunched their site and by the sounds of it their affiliate programme. To celebrate the relaunch their agency, Locker Room, and Tradedoubler have pulled off a bit of coup and managed to get Ryman’s Chairman and Dragon’s Den star Theo Paphitis to record a video message for affiliates of Ryman. Take a look below.

Theo thinks that together “we can do a lot better” and “make more money” and that the new website will help to take the Ryman affiliate programme to the next level. In typical Dragon’s Den style, he even manages to get in a mention about his kid’s inheritance. Theo’s main message though is about commission and in order to motivate affiliates to start to work with Ryman there’s a fixed 10% commission rate for the next four weeks.

OLD wonders though if this could this have gone one step further?

Commission increases are lovely, but sometimes it’s what can’t be bought that’s often more desirable or more valuable. Imagine if the above message concluded with “at the end of September, we will be selecting one lucky affiliate to come to London for an all expenses paid lunch with Theo, where you can chat about your business and affiliate marketing before taking a trip to Dragon’s Den”.

Would that be more motivational?

For me personally I’d say yes. I’m not a Ryman affiliate and I’m afraid the video doesn’t really get me wanting to head over to Tradedoubler and get promoting. I was almost won over by the mention of the great zoom feature though, but for now “I’m out”!

Staying with Dragon’s Den this poses an interesting thought!

Now that we know Theo is fully behind affiliate marketing it’ll be interesting to see how he reacts if any affiliate companies appear on the programme in the future and what he says about them. He’s invested in an affiliate company before, having offered to spend £200,000 on Gaming Alerts. Perhaps not the best use of his kid’s inheritance!

Anyway, it’s great to see a household business name giving a boost to affiliate marketing and maybe Theo’s message will spark a trend of similar videos! Perhaps Theo will be manning the Ryman stand at A4UExpo or better still appearing in a regular “Ryman’s Affiliate Video” bulletin?

All I’ll say is “thanks Theo” for choosing to talk about Ryman and not La Senza. Trying to fit in the Duran Duran “Rio” inspired title would have been much tougher.

1 Comment His Name Is Theo And He Talks About Ryman

  1. Hobbsy July 19, 2010 at 1:26 pm

    That is indeed a great coup by Locker Room – I can’t recall any other CEO taking to YouTube to promote their affiliate scheme. Good stuff.

    However, not so sure that using TradeDoubler *exclusively* is necessarily a positive for us affiliates – I prefer working with Affiliate Window’s datafeeds (not tried TD datafeeds before, but the lure of 10% might tempt me to give it a go).

    I’d also be interested to know how much Theo paid to get the new website built… by the sounds of it, a fair old wedge

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